Why pharma marketers are leaning into impression-based TV buying

By leveraging the deterministic data, analytics and closed-loop measurement now available within the advanced television ecosystem, pharma companies are achieving a win-win: the scale of linear TV with the targeted messaging precision of digital. Pharmaceutical brands are leaning heavily into data-driven ad buying to drive brand impact.

Among streaming audiences, the 50-plus demographic has become a strong presence

While streaming TV audiences once mainly comprised millennials and Gen Zers, audiences over 50 increasingly embrace CTV, smart TVs and over-the-top (OTT) streaming services. According to Nielsen, individuals aged 50 and over constituted 39% of streaming watch time as of May 2022, exhibiting a faster adoption rate than any other age group, and a recent AARP study found that 80% of those over age 50 engage in some form of streaming, with 65% doing so on smart TVs.

This expanding demographic within the streaming audience opens a new path to reaching the pharmaceutical industry’s traditionally older target viewers. As older audiences add streaming TV to their subscription stacks, healthcare marketers are applying the advancements in technology and data available today to connect with them across platforms.